Low-carb diets are on the rise, while bread sales are on the decline.
The Daily Mail is reporting the sales of carbohydrate based food such as bread, potatoes, pasta and rice have dropped by £100 million (NZ$215 million) to £1.72 billion.
The decrease can be linked with dieting and the falling popularity of sandwiches, as alternatives including wraps and salads become more readily available.
The sliced loaf began dominating breakfast tables after the introduction of mass production in the 1960s.
Over the course of 2015, sales of brown bread have fallen by 7 percent, from £314 million in 2014 to an estimated £291 million. White bread is also down 4 percent, from £929 million to an estimated £888 million.
According to a study, one in three Britons say they limit consumption of packaged sliced bread to three times a week because they see it as unhealthy. The figure rises to four in ten among young women.
The popularity of diets that cut out certain food groups are also having an impact on bread production. Wheat and gluten intolerance or avoidance is cited by one in five as a reason for not eating packaged sliced bread more often, the Daily Mail reports.